Transcript
Page 1: Segmentation, Positioning and Storytelling

Segmentation Positioning Storytelling

April DunfordRocket Launch Marketing

Page 2: Segmentation, Positioning and Storytelling

About Me

Nortel’s Incubation Program IBM Infosphere – $250M in 2 years

4 acquisitions + Ascential $1.2B Global Marketing Siebel Product Marketing at Janna Systems

Acquired by Siebel $1.8B

Page 3: Segmentation, Positioning and Storytelling

WHAT you say is as Important as HOW you say it

Have you created the Paris Hilton of websites?

Page 4: Segmentation, Positioning and Storytelling

Who is Your Target?

“Dude, we’re

the next YouTube,

our target is everyone.”

Page 5: Segmentation, Positioning and Storytelling

Why Targeting Everyone is a Bad Idea

Focus resourcesMaximize impact

Page 6: Segmentation, Positioning and Storytelling

Don’t Customers Segment For Me?

I don’t need to figure out what

market to sell to, the market will come to me.

Page 7: Segmentation, Positioning and Storytelling

Admit it - You’re Segmenting

You’re just doing a crummy job of it

Page 8: Segmentation, Positioning and Storytelling

I Have No Clue How to Pick a Segment

Pick the segment it was designed for

Pick a business problem AND pick a vertical

Size General

Problem? Product Fit Company Fit

Page 9: Segmentation, Positioning and Storytelling

Pick Segments but Don’t be a Moron

It’s OK to shift focus

(just do your homework first)

Page 10: Segmentation, Positioning and Storytelling

How Do I get Free Market Data?

Google (seriously)Ask experts

(Twitter is your best friend)

Steal it

Page 11: Segmentation, Positioning and Storytelling

Value Proposition

(for YOUR customer)

What is it? Why do I care? Sez who?

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Story

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Positioning

Stop making your customers guess

why you are better than the other

guys

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The Canadian “Problem”

Sales is not a dirty word

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Storytelling

Tell me a fact and I’ll learn.

Tell me a truth and I’ll believe.

But tell me a story and it will live in my heart forever.

Page 16: Segmentation, Positioning and Storytelling

Characteristics of a Good Story

Clearly illustrates unique value

Short, easy to tell

Memorable

Relevant to your customers

Illustrates concrete results

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You’ve Got Great Stories to Tell

Customer Success

Competitive Wins

Company Creation

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Questions?

[email protected] aprildunford


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